Examining Green Purchase Behavior in the Twin Cities: An Application of Theory of Planned Behavior.

Abstract

This study investigates the impact of attitude towards green products, subjective norms, and perceived behavioral control on green purchase behavior with mediating effect of green purchase intention in manufacturing sector of twin cities in Pakistan. This study has used attitude towards green products, subjective norms, and perceived behavioral control as independent variables. Green purchase intention is used as a mediator. Meanwhile, green purchase behavior is used as the dependent variable. However, manufacturing sector of twin cities in Pakistan is the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 300 respondents (consumers associated with manufacturing sector of twin cities in Pakistan) through convenience sampling technique. Responses recorded are analyzed through statistical tests (such as correlation and regression) by using SPSS Software. The results indicate that attitude towards green products, subjective norms, and perceived behavioral control impact green purchase intention and green purchase intention impact green purchase behavior in manufacturing sector of twin cities in Pakistan. Based on the findings of this study, there exists a significant relationship between attitude towards green products, subjective norms, perceived behavioral control, green purchase intention, and green purchase behavior in manufacturing sector of twin cities in Pakistan.